For complex B2B organizations, ABM extends far beyond digital activation. In this session, Allan Kirkpatrick, ABM Lead at Deloitte Canada, will share how Deloitte approaches ABM across account strategy, stakeholder alignment, insights, activation, measurement and sales collaboration. Using a real-world case study, Allan will explore how this integrated model contributed to a significant strategic opportunity and share lessons B2B leaders can apply within their own organizations.
For complex B2B organizations, account-based marketing is increasingly less about campaigns and more about creating a model for enabling strategic accounts across marketing, sales, insights, content, and client engagement.
In this session, Allan Kirkpatrick, ABM Lead for Deloitte Canada, shares how Deloitte has evolved its ABM approach, from account selection and onboarding through activation, measurement, and sales collaboration, and how that model has contributed to significant strategic opportunities.
Using a real-world case study, Allan will unpack how Deloitte identifies where ABM can have the greatest impact, how intent and audience intelligence inform activation, and how marketing has moved from campaign execution to a more integrated commercial partnership.
Attendees will leave with practical frameworks to strengthen account strategy, orchestration, and measurement within their own organizations.
For complex B2B organizations, account-based marketing is increasingly less about campaigns and more about creating a model for enabling strategic accounts across marketing, sales, insights, content, and client engagement.
In this session, Allan Kirkpatrick, ABM Lead for Deloitte Canada, shares how Deloitte has evolved its ABM approach, from account selection and onboarding through activation, measurement, and sales collaboration, and how that model has contributed to significant strategic opportunities.
Using a real-world case study, Allan will unpack how Deloitte identifies where ABM can have the greatest impact, how intent and audience intelligence inform activation, and how marketing has moved from campaign execution to a more integrated commercial partnership.
Attendees will leave with practical frameworks to strengthen account strategy, orchestration, and measurement within their own organizations.
Speakers
Key Takeaways
- How ABM can influence strategic growth. A real-world look at how Deloitte applied ABM within a major strategic account, the role marketing played throughout the opportunity, and the commercial impact of the approach.
- How to operationalize ABM at scale. The strategy and onboarding model Deloitte uses to assess account readiness, align stakeholders and move from account selection to activation.
- How data and technology support better account decisions. How intent, audience intelligence and precision activation are incorporated into account strategy without allowing technology to become the strategy itself.
- What modern ABM looks like in 2026. Practical principles B2B leaders can apply as they evolve their own approach to strategic accounts, measurement and cross-functional orchestration.
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